Steven Sashen Barefoot Shoes
Steven Sashen: The Visionary behind Xero Shoes and The Barefoot Shoes Movement
Steven Sashen is an entrepreneur, track athlete, trendsetter, and co-founder of Xero Shoes, a company specializing in minimalist footwear, also known as barefoot shoes.
Alongside his wife, Lena Phoenix, he has become a leader in the barefoot shoe movement, advocating for the benefits of realistic training and challenging traditional footwear norms.
A self-described "serial entrepreneur," Sashen's innovative approach to business and passion for helping people move naturally have made him a trailblazer in the footwear industry.
Diverse Background and Academic Pursuits
Sashen was born and raised in New York, where his diverse interests began to take root. He pursued a degree in film and television at Ithaca College and later attended Harvard University to earn his master's degree in cognitive psychology. This broad academic background reflects Sashen's multifaceted approach to life, incorporating creativity, innovation, and an understanding of human cognition in his professional endeavors.
Entrepreneurial Ventures and Media Career
Steven Sashen's entrepreneurial journey began in media and technology, where he founded a company called Scriptware, offering scriptwriting software. Sashen's multifaceted career includes being a professional stand-up comedian and an internet marketing specialist.
Discovering Barefoot Running and Xero Shoes
Sashen's experience with barefoot running evolved into a desire to share this newfound knowledge with others, which led to the birth of Xero Shoes in 2009. Co-founded with his wife, Lena Phoenix, Xero Shoes initially provided a do-it-yourself sandal-making kit to recreate the barefoot running experience. Over the years, Xero Shoes has evolved into a company offering a wide range of minimalist footwear for all outdoor activities.
Advocacy for Natural Movement and Barefoot Running
As a thought leader in the minimalist footwear industry, Sashen has spent over a decade spreading awareness about the benefits of barefoot running and natural movement. His advocacy work often involves dispelling myths about traditional running shoes and highlighting the physiological and psychological benefits of going barefoot or wearing minimalist shoes. He draws from his own experiences, scientific research, and countless testimonials from satisfied Xero Shoes customers to support his claims.
Complaints about wearing shoes include discomfort due to ill-fitting shoes, which can lead to blisters, corns, calluses, foot and leg pain, and the lack of breathability leading to embarrassing foot odor. Moreover, long-term use of high-heeled or tight shoes can contribute to conditions such as bunions, hammertoes, or other foot deformities. Lastly, there are concerns about environmental impact, given that many shoes are non-biodegradable and contribute to landfill waste.
It's a wonder why we even bother wearing shoes at all?!?! But then logic and reason take over, and we realize we wear shoes primarily for protection and comfort, shielding the feet from harsh weather, rough surfaces, or harmful objects. Even with logic and reason, Sashen set out to build a better shoe.
And that he did.
Business Philosophy and Success of Xero Shoes
Sashen's approach to business reflects a blend of passion, creativity, and analytical thinking. He attributes the success of Xero Shoes to a combination of innovative product development, smart marketing strategies, and a relentless focus on customer satisfaction. A significant aspect of his business philosophy is that businesses should provide real value to their customers. This belief is evident in how Xero Shoes operates, with its high-quality products designed for comfort and longevity and its educational resources about natural movement and foot health.
Personal and Professional Challenges and Triumphs
In his numerous interviews, Sashen often shares the challenges and triumphs of his entrepreneurial journey. He describes the struggles of starting a business in a niche market, the excitement of watching Xero Shoes grow and evolve, and the satisfaction of seeing his company's impact on people's lives. He remains motivated by the belief that his work is changing how people think about movement and footwear, leading to better health and well-being for his customers.
Recognition and Continuing Passion
Sashen was named a Titan 100 in 2021, an accolade bestowed on the top 100 CEOs & C-level executives in Colorado, acknowledging his significant contributions to his community and industry.
Outside of work, Sashen continues to be an avid sprinter and is an All-American Masters track athlete. He uses his experiences with running and natural movement to inform his work at Xero Shoes, thus bridging the gap between his passion and profession.
Steven Sashen is more than just a successful entrepreneur; he is a movement advocate, an educator, and a change-maker. His journey from a master's student to a track athlete, from a stand-up comedian to the co-founder of a revolutionary footwear company, encapsulates his diverse talents and unstoppable drive. His story inspires anyone looking to turn their passion into a meaningful and successful enterprise.
About Xero Shoes
Xero Shoes is a Colorado-based footwear company specializing in minimalist, lightweight, and performance-oriented shoes and sandals. Founded in 2009 by Steven Sashen and Lena Phoenix, the company has gained recognition for its commitment to natural movement and outdoor activities. Xero Shoes focuses on creating footwear that allows wearers to experience the benefits of barefoot walking while providing the protection and durability needed for various terrains and activities.
One of the company's signature features is its "FeelTrue" rubber soles, designed to provide a barefoot-like experience while offering excellent grip and protection. Xero Shoes offers a range of products, including running shoes, hiking sandals, casual footwear, and do-it-yourself sandal-making kits. Their products are known for their simplicity, comfort, and versatility, making them popular among outdoor enthusiasts, runners, hikers, and anyone seeking a more natural and connected feel while on their feet.
Xero Shoes has a solid online presence and community, often sharing educational content about the benefits of barefoot movement and hosting events like virtual challenges and workshops. The company's commitment to sustainability is also evident in its use of eco-friendly materials and its dedication to reducing waste in its production processes.
Overall, Xero Shoes is a prominent player in the minimalist footwear industry, offering innovative and comfortable footwear options for those looking to reconnect with the ground beneath their feet.
It's barefoot running with a shoe.
Breaking Ground with Xero Shoes: The Impact of Their Shark Tank Appearance
Steven Sashen and his wife, Lena Phoenix, appeared on the ABC television show "Shark Tank" in 2013 to pitch their company, Xero Shoes, which specializes in barefoot-inspired footwear. The couple asked for $400,000 in exchange for 8% of their company.
Shark investor Kevin O'Leary, also known as "Mr. Wonderful," offered $400,000 for 50% equity in the company. This was much more of the company than Sashen and Phoenix were prepared to give away, especially considering the growing success they'd already achieved. They saw the value in their growing company. They believed in its future potential, so they ultimately declined O'Leary's offer, deciding it was not in the best interest of their business.
Despite not getting a deal, their appearance on the show gave Xero Shoes a significant boost in publicity. This helped them to reach a wider audience and increased their sales.
The Xero Shoes Barefoot Running Edge
Here are some factors that set Xero Shoes apart and make them appealing to many:
- Minimalist Design: Xero Shoes are known for their minimalist design, which closely mimics barefoot running experience. They provide a thin sole that offers enough protection while allowing your feet to move naturally.
- Ground Feel: Xero Shoes prioritize "ground feel," meaning wearers can sense the terrain they are running on. This allows for improved proprioception and a more natural gait.
- Flexibility: These shoes are highly flexible, allowing your feet to bend and flex as they naturally would. This flexibility promotes strong foot muscles and arch support.
- Lightweight: Xero Shoes are typically light, which can enhance the sensation of running barefoot while providing some protection from debris.
- Customizable Fit: Xero Shoes often come in a DIY (do it yourself) kit, allowing wearers to customize the fit to their feet. This level of personalization can enhance comfort.
- Durability: Many Xero Shoe users report that these shoes are quite durable and can withstand a lot of wear and tear.
- Affordability: Compared to other barefoot running shoe brands, Xero Shoes are often considered more affordable while maintaining quality.
- Wide Toe Box: Xero Shoes tend to have a wide toe box, allowing your toes to splay naturally, which can enhance stability and comfort.
- Variety: Xero Shoes offers a variety of models for different types of activities, whether you're running, hiking, or walking.
- Customer Support: Xero Shoes is known for its excellent customer support and return policy, which gives customers confidence in their purchase.
It's important to note that the "best" barefoot running shoe can vary depending on an individual's specific needs, foot shape, running style, and preferences. What works best for one person may not work as well for another. It's advisable to try on different brands and models to find the barefoot shoe that suits you best.